Kristina Monllos

With the constant shifting sands of the tariffs, marketers are having to get used to doing business in limbo.

Marketers are looking for areas to cut their ad budgets and push for flexibility, but influencer marketing has been spared.

For media buyers, it’s been a wild time filled with false starts, urgency and many delays to an ever-extending deadline.

To get a sense of how some marketers, agency execs and industry analysts are figuring out this chaotic moment, we asked them for their dos and don’ts.

Major brand marketers had C-Suite executives note their own worries about consumers during earnings calls.

Marketers who are reliant on international travel are delaying bigger budget outlays, and reworking their audience strategies to manage the current economic climate.

For marketers, there’s been an expectation of chaos this time around but that expectation doesn’t make the reality any easier to manage.

Starting today, Justin Thomas-Copeland will succeed Marla Kaplowitz as the 4As’ CEO.

Marketers are still in wait-and-see mode, pressing pause on any advertising spending that doesn’t shore up their business for the time being.

Brand-owned publications are arguably a cyclical trend and we’re in the next cycle of such a trend with Substack.